article
A indústria farmacêutica e a importância estratégica dos propagandistas de medicamentos: estudo com colaboradores em Natal/RN
Fecha
2014Registro en:
10.15628/holos.2014.1341
Autor
Hékis, Hélio Roberto
Sousa, Kleber Cavalcante
Furukava, Marcio
Valentim, Ricardo Alexsandro de Medeiros
Oliveira, Idelmárcia Dantas de
Alves, Robinson Luis de Souza
Resumen
The Pharmaceutical industry is a competitive, complex and major investment in research, development and
production of pharmaceutical products. One of the main strategies of the pharmaceutical industry is the
promotion of their products to the medical profession, through propagandists medicines, essential to the
success of this strategy professionals. The study aimed to demonstrate the strategic importance of the
propagandists of medicines and necessary for the proper performance of this profession skills, to ensure
competitive advantage, and the success of these organizations. Semi-structured individual interviews, and
a brainstorming meeting were held, resulting in the identification of 46 competencies, including knowledge,
skills and attitudes which the propagandists attributed greater importance and therefore were deemed most
relevant and essential to the performance of activities of pharmaceutical propagandists under its prospects